Customer experience trends change rapidly. The cutting-edge tools of today will be mainstream by tomorrow, and new “must-have” solutions will appear the next day. Keeping up can be a challenge. While advocates for each tool are clamoring for budget allocation, there are a few trends that are demanding the attention of executives.
These executives, like you, budget for technology designed to enhance the customer experience, provide consistent cross-platform engagements, and build a long-term relationship with customers. Here is a summary of 4 trends customer experience leaders are watching and how technology can aid in their CX plans.
1. Your customers are mobile.
It is not surprising that since the introduction of the smartphone, customers have increasingly relied on mobile devices to access your brand, reviews, and competitors. According to an Adobe report, 92% of respondents said their smartphone was their primary device. Furthermore, smartphones have replaced computers as the top e-commerce shopping tool.
Depending on your industry, your customers may be relying almost exclusively on mobile devices to buy your products or services and reach out for support. Are your mobile customers getting the experiences at least equal to, or even better than, all other digital devices? Do your tools allow for cross-platform or omnichannel experiences? If not, you might already be in trouble. Top customer experience leaders plan for a mobile customer base and spend on technology that creates satisfying mobile engagements.
2. CX-focused businesses are using the DX platforms of the future.
Content management and automation platforms have allowed businesses to customize and prioritize information for customers. These tools provided scalable infrastructure and tools to reach and improve relationships with your customers. However, these tools are falling behind as 2018 is witnessing the revolution of the digital experience platform.
DX platforms help you manage, deliver, and optimize experiences consistently across every digital touchpoint. These more robust tools help coordinate content, customer data, and core services. Similarly, they provide an opportunity to unify marketing, commerce, and service processes. Are you utilizing technology to provide optimized and consistent experiences across the customer journey?
DX platforms are not a one-size-fits-all solution. Today’s customer experience executives are investing in solutions that serve as a framework to provide many pieces that enterprises need to manage the customer experience across multiple platforms.
3. Video is everything.
Whether it is kittens playing or instructional information, the most exciting and consumed content online contains video. Furthermore, visual engagement uses a video connection to provide live guidance. The vibrant visuals and interactive components depict a message or story in a way that allows people to connect on a much deeper level.
Have you incorporated video into your marketing, sales, or support platforms? Could your customer experience be enhanced with these tools? Leading brands are using video marketing, video chat, cobrowsing, and video ticketing tools to improve the customer experience.
4. Cybersecurity is a CX Problem
With the rise of cyber attacks, fraud is a top customer and executive concern for e-commerce, banking, and other online engagements. Cybercrime puts your customers at risk. The impact on their confidence in your brand and the cost of combating an attack causes a significant financial effect on a company.
Large financial institutions, health insurance providers, retailers, and federal agencies have made headlines following an attack. However, all companies face a risk. Nearly 60% of cyber attacks target small and medium-sized businesses.
Given this threat, you must work diligently to protect your customers. What steps have you taken to ensure your customers are safe? Are there tools in your system that could be compromised? When integrating a new customer experience technology into an ecosystem, security-conscious customer experience executives vet the security of the tool and find solutions that ensure customers or employees are not at risk.
Best practices and tools for enhancing the customer experience continue to evolve rapidly. Keeping up can be a huge challenge for any business. However, it is necessary work. Leading companies identify the most important trends and how technology can help them keep their customers happy. By focusing on mobile, digital experience, video, and security, you can tackle manageable trends and invest in technology to ensure a consistent, personal, and secure end-to-end customer experience.